日本的手机游戏 Japanese Mobile Video Game Market

Mobile gaming in Japan
MOBILE GAMING IN JAPAN
Table of Contents
Table of Contents
01 Overview
Video gaming market size worldwide 2020-2025 02
Value of the global video game market 2016-2025, by category 03
Leading gaming markets worldwide 2020, by revenue 04
Gaming market size in Japan FY 2020-2027 05
Mobile game market size in Japan FY 2015-2020 06
02 Global market leaders

Mobile gaming revenue worldwide 2016-2020, by app store 08
Leading iPhone gaming app publishers worldwide 2021, by revenue 09
Leading Android gaming app publishers worldwide 2021, by revenue 10
03 Japanese market leaders

CyberAgent's net sales FY 2014-2021 12
Table of Contents
DeNA's annual revenue FY 2011-2020 13

Mixi's net sales FY 2015-2021 14
GungHo Online Entertainment net sales 2012-2020 15
GREE's net sales FY 2012-2021 16
04 Popular games
Leading mobile games Japan 2020, by sales revenue 18
Most popular gaming apps in Japan 2020, by downloads 19
Pokémon GO monthly active players in Japan 2019-2020 20
Monster Strike monthly active players in Japan 2019-2020 21
Puzzle & Dragons monthly active players in Japan 2019-2020 22
Fate/Grand Order monthly active players in Japan 2019-2020 23
05 Consumer base
Number of smartphone users Japan 2017-2026 25
Table of Contents
Monthly market share held by smartphone OS in Japan 2014-2021 26

Share of people who ever played a mobile game Japan 2020 27
Most commonly experienced mobile game genres Japan 2020 28
Most commonly experienced mobile game genres Japan 2020, by gender 29
Mobile game in-app purchase experience in Japan 2021 30
06 Consumer behavior
Video game usage by device in Japan 2021 32
Frequency of playing mobile games among smartphone users Japan 2020 33
Hours spent on playing video games per week in Japan 2021 34
Time spent playing mobile games per weekday in Japan 2021 35
Time spent playing mobile games per weekend day in Japan 2021 36
Video game purchases in Japan 2021 37
Overview
Global video game market value from 2020 to 2025 (in billion U.S. dollars)
Video gaming market size worldwide 2020-2025
300
268.81
250 240.31
217.06
Market value in million U.S. dollars
197.11
200
178.37
155.89
150
100
50
0
2020 2021* 2022* 2023* 2024* 2025*
Note(s): Worldwide; 2020; per annum; includes video game purchases, games console hardware purchases, in-game purchases, video game subscription revenue, and mobile
games ad spending
Further information regarding this statistic can be found on page 39.
2 Source(s): Juniper Research; ID 292056 Overview
Revenue of the video gaming market worldwide from 2016 to 2026, by category (in million U.S.
dollars)
Value of the global video game market 2016-2025, by category
Traditional gaming Social/casual gaming Advertising eSports
250,000
200,000
Market value in million U.S. dollars
150,000
100,000
50,000
0
2016 2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025*
Note(s): Worldwide; 2016 to 2020

3 Source(s): PwC; Omdia; ID 254106 Overview
Leading gaming markets worldwide in 2020, by gaming revenue (in billion U.S. dollars)
Leading gaming markets worldwide 2020, by revenue
Revenue in billion U.S. dollars

0 5 10 15 20 25 30 35 40 45
China 40.85
United States 36.92
Japan 18.68
Republic of Korea 6.56
Germany 5.97
United Kingdom 5.51
France 3.99
Canada 3.05
Italy 2.66
Spain 2.66
Note(s): Worldwide; 2020; figures are estimates

4 Source(s): Newzoo; ID 308454 Overview
Total value of the video game market in Japan in fiscal year 2020 with a forecast until 2027 (in
trillion Japanese yen)
Gaming market size in Japan FY 2020-2027
2.5
2.0 1.93
1.88
1.79
Market size in trillion Japanese yen
1.73 1.76
1.66 1.67 1.64
1.5
1.0
0.5
0.0
2020 2021* 2022* 2023* 2024* 2025* 2026* 2027*
Note(s): Japan; fiscal year 2020; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year
5 Source(s): Nomura Research Institute; ID 1024411 Overview
Smartphone game market size in Japan from fiscal year 2015 to 2018 with a forecast until 2020 (in
billion Japanese yen)
Mobile game market size in Japan FY 2015-2020
1,400
1,192
1,200 1,138
1,085
1,029
Market size in billion Japanese yen
1,000 925 945
800
600
400
200
0
2015 2016 2017 2018 2019* 2020*
Note(s): Japan; fiscal years 2015 to 2018; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year; the market size is based on
sales through in-app purchases at manufacturers and does not include ovserseas sales and advertising revenues
6 Source(s): Yano Research; ID 1052208 Overview
Global market leaders

Mobile gaming revenue worldwide from 1st quarter 2016 to 2nd quarter 2020, by app store (in
billion U.S. dollars)
Mobile gaming revenue worldwide 2016-2020, by app store
Apple App Store Google Play
25
20
Revenue in billion U.S. dollars
15 7.7
6.9
6.5 6.5
6.1 6.1
5.4 5.7
5.2 5.3
10 4.5 4.5
4 4.3 4.1
3.9
3.4 3.6
11.6
5 10 9.9 10.6
8.2 8.4 9 9.1
7.1 7.1 7.7 7.7 7.9 7.8
6.2 6.8
5.1 5.3
0
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020
Note(s): Worldwide; Q1 2016 to Q2 2020

8 Source(s): Sensor Tower; ID 661521 Global market leaders
Leading iPhone gaming app publishers worldwide in October 2021, by revenue (in million U.S.
dollars)
Leading iPhone gaming app publishers worldwide 2021, by revenue
Revenue in million U.S. dollars

0 20 40 60 80 100 120 140 160
Tencent Mobile Games 133.58
72.85
Playrix 31.78
Supercell 31.48
XFLAG, Inc. 30.18
KONAMI 28.86
SQUARE ENIX 22.94
King 21.64
Cygames, Inc. 20.65
BANDAI NAMCO Entertainment Inc. 19.4
Note(s): Worldwide; October 2021; total revenue (including in-app and paid install if applicable) from iPhones worldwide
9 Source(s): Airnow; ID 691545 Global market leaders
Leading gaming app publishers in the Google Play Store worldwide in July 2021, by revenue (in
million U.S. dollars)
Leading Android gaming app publishers worldwide 2021, by revenue
Revenue in million U.S. dollars

0 20 40 60 80 100 120 140
King (GG) 124.15
Moon Active (GG) 109.44
King (US) 94.45
Playrix (GG) 93.09
Garena International I (GG) 92.28
Garena International I (US) 50.59
Roblox Corporation 41.99
Moon Active (US) 38
Supercell 36.98
Playrix (US) 34.91
Note(s): Worldwide; July 2021; in-app and paid install revenue in the Google Play Store worldwide
10 Source(s): Airnow; ID 692559 Global market leaders
Japanese market leaders

Net sales of CyberAgent, Inc. from fiscal year 2014 to 2021 (in billion Japanese yen)
CyberAgent's net sales FY 2014-2021
700 666.46
600
Net sales in billion Japanese yen
500 478.57
453.61
419.51
400 371.36
310.67
300
254.38
205.23
200
100
0
2014 2015 2016 2017 2018 2019 2020 2021
Note(s): Japan; fiscal year 2014 to 2021; the company's fiscal years end on September 30 of the stated year; consolidated figures
12 Source(s): CyberAgent; ID 1010283 Japanese market leaders
Revenue of DeNA Co., Ltd. from fiscal year 2011 to 2020 (in billion Japanese yen)
DeNA's annual revenue FY 2011-2020
250
202.47
200
181.31
Revenue in billion Japanese yen
146.5 142.4 143.7 143.8

150 139.4 136.97
124.12 121.39
100
50
0
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Note(s): Japan; fiscal year 2011 to 2020; the fiscal year starts on April 1 of the stated year and ends on March 31 of the following year; consolidated data
13 Source(s): DeNA; ID 233107 Japanese market leaders
Net sales of Mixi, Inc. from fiscal year 2015 to 2021 (in billion Japanese yen)
Mixi's net sales FY 2015-2021
250
208.8 207.16
200 189.09
150 144.03
119.32
112.92 112.17
100
50
0
2015 2016 2017 2018 2019 2020 2021
Note(s): Japan; fiscal year 2015 to 2021; fiscal years end on March 31 of the stated year; consolidated figures; not including consumption tax, etc.
14 Source(s): Mixi; ID 1064873 Japanese market leaders
Net sales of GungHo Online Entertainment from 2012 to 2020 (in billion Japanese yen)
GungHo Online Entertainment net sales 2012-2020
200
180 173.07
163.06
160 154.33
Revenue in billion Japanese yen
140
120 112.46
101.39 98.84
100 92.3 92.1
80
60
40
25.82
20
0
2012 2013 2014 2015 2016 2017 2018 2019 2020
Note(s): Worldwide; 2012 to 2020

15 Source(s): GungHo Online; ID 671476 Japanese market leaders
Net sales of GREE Inc. from fiscal year 2012 to 2021 (in billion Japanese yen)
GREE's net sales FY 2012-2021
180
158.23
160 152.24
140
125.6
120
100 92.46
77.93
80 69.88 70.94
65.37 62.67
56.77
60
40
20
0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
Note(s): Japan; fiscal year 2012 to 2021; the company's fiscal years end on June 30 of the stated year; consolidated figures; excluding consumption taxes
16 Source(s): GREE; ID 224249 Japanese market leaders
Popular games
Leading mobile games in Japan in 2020, based on sales revenue (in billion Japanese yen)
Leading mobile games Japan 2020, by sales revenue
Sales revenue in billion Japanese yen

0 10 20 30 40 50 60 70 80 90 100
Monster Strike 87.23
Fate/Grand Order 62.34
Puzzle & Dragons 44.33
Dragon Quest Walk 41.92
Professional Baseball Spirits A 36.96
Knives Out 36.65
Dragon Ball Z - Dokkan Battle 28.1
Pokémon Go 25.71
Princess Connect! Re:Dive 21.15
Mafia City: War of Underworld 20.4
Note(s): Japan; 2020; total domestic sales revenue; App Store and Google Play
18 Source(s): PR Times; Kadokawa; ID 1028613 Popular games
Leading mobile game applications in Japan in 2020, by downloads (in millions)
Most popular gaming apps in Japan 2020, by downloads
Downloads in millions
0 1 2 3 4 5 6 7
Toon Blast 6.36
Animal Crossing: Pocket Camp 6.19
Homescapes 4.87
Gardenscapes 4.44
Push'em all 4.31
Brain Test: Tricky Puzzles 4.29
Fishdom 4.16
Mario Kart Tour 3.91
Project Sekai Colorful Stage! feat. Hatsune Miku 3.58
Disney: Twisted-Wonderland 3.55
Note(s): Japan; January to December 2020; total number of downloads registered during the period; iPhone/iPad App Store and Google Play
19 Source(s): AppMagic; ID 1251595 Popular games
Monthly active users (MAU) of Pokémon GO in Japan from November 2019 to October 2020 (in
millions)
Pokémon GO monthly active players in Japan 2019-2020
4.0 3.78
3.76 3.71
3.63
3.5
3.27
3.16 3.1 3.15 3.14
3.06 3.05 3.09
3.0
Monthly active users in millions
2.5
2.0
1.5
1.0
0.5
0.0
Nov' 19 Dec '19 Jan '20 Feb '20 Mar '20 Apr '20 May '20 Jun '20 Jul '20 Aug '20 Sep '20 Oct '20
Note(s): Japan; November 2019 to October 2020; monthly active users on Android and iOS
20 Source(s): App Ape; ID 1189065 Popular games
Monthly active users (MAU) of Monster Strike in Japan from November 2019 to October 2020 (in
millions)
Monster Strike monthly active players in Japan 2019-2020
4.0
3.54
3.5
3.26 3.27
3.14
2.94 2.9
3.0
2.61 2.63
2.49 2.44
2.5 2.34 2.39
2.0
1.5
1.0
0.5
0.0
Monthly active users (MAU) of Puzzle & Dragons in Japan from November 2019 to October 2020
(in millions)
Puzzle & Dragons monthly active players in Japan 2019-2020
2.5
2.1
2.05 2.03
2.0 1.93 1.92 1.91 1.9
1.79
1.67
1.57 1.59 1.56
1.5
1.0
0.5
0.0
Monthly active users (MAU) of Fate/Grand Order in Japan from November 2019 to October 2020
(in millions)
Fate/Grand Order monthly active players in Japan 2019-2020
1.8
1.6
1.6
1.48
1.44 1.43 1.4
1.4 1.34 1.35
1.31 1.28
1.24 1.26
1.19
1.2
1.0
0.8
0.6
0.4
0.2
0.0
Consumer base
Number of smartphone users in Japan from 2017 to 2020 with a forecast until 2026 (in millions)
Number of smartphone users Japan 2017-2026
140
120 113.54 114.67

109.86 111.96
107.12
103.64
99.33
100 94.31
Smartphone users in millions
87.44
81.54
80
60
40
20
0
2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025* 2026*
Note(s): Japan; 2017 to 2020; estimated number of persons using a smartphone

25 Source(s): Statista; ID 275099 Consumer base
Monthly market share held by smartphone operating systems in Japan from January 2014 to March
2021
Monthly market share held by smartphone OS in Japan 2014-2021
Android BlackBerry iOS Windows Other
80%
70%
60%
50%
Market share
40%
30%
20%
10%
0%
-10%
N '17
N '19
N '14
N '15
N '16
N '18
N '20
M '14
M '15
M '16
M '17
M '18
M '19
M '20
M '21
Se '14
Ja '14
Se 5
Ja '15
Se 6
Ja '16
Se l '17
Ja '17
Se 8
Ja '18
Se l '19
Ja '19
Se '20
Ja '20
Ju 4
Ju 5
Ju 6
Ju 7
Ju 8
Ju 9
Ju 0
M '14
M '15
M '16
M '17
M '18
M '19
M '20
1
l '1
l '1
l '1
'1
'1
'1
'1
'1
'1
'2
'2
pt
pt
p
p
n
n
l
ov
ov
ov
ov
ov
ov
ov
ay
ay
ay
ay
ay
ay
ay
ar
ar
ar
ar
ar
ar
ar
ar
Ja
Note(s): Japan; January 2014 to March 2021

26 Source(s): Kantar Worldpanel; ID 260415 Consumer base
Share of people who ever played a smartphone game in Japan as of October 2020
Share of people who ever played a mobile game Japan 2020
70%
61.2%
60%
50%
Share of respondents
38.8%
40%
30%
20%
10%
0%
Yes No
Note(s): Japan; September 25 to October 7, 2020; 15-69 years; 5,760 respondents

27 Source(s): MMD Labo; ID 1191800 Consumer base
Most commonly experienced smartphone game genres in Japan as of October 2020
Most commonly experienced mobile game genres Japan 2020
0% 10% 20% 30% 40% 50% 60% 70% 80%
Puzzle 66.7%
Roleplaying 30.3%
Music 28.9%
Simulation 26.4%
Location-based game 24.1%
Action 23.4%
Shooting 19%
Sports 18.5%
Adventure 17.7%
Board game 17.5%
Racing 15.2%
Others 2.3%
Note(s): Japan; September 25 to October 7, 2020; 15-69 years; 3,528 respondents; among people who had played smartphone games at least once; multiple answers possible
Most commonly experienced smartphone game genres in Japan as of October 2020, by gender
Most commonly experienced mobile game genres Japan 2020, by gender
Female Male
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

76.6%
Puzzle 57%
20.5%
Roleplaying 39.8%
31.1%
Music 26.8%
22.5%
Simulation 30%
19.7%
Location-based game 28.4%
16.5%
Action 30.1%
11.9%
Shooting 25.8%
9.7%
Sports 27%
13.5%
Adventure 21.7%
14.8%
Board game 20.1%
8.6%
Racing 21.6%
2.7%
Others 2%
Note(s): Japan; September 25 to October 7, 2020; 15-69 years; 3,528 respondents; 1,794 male and 1,734 female respondents; among people who had played smartphone
games at least once; multiple answers possible
Share of people who have an in-app purchase experience with regard to mobile games in Japan as
of June 2021
Mobile game in-app purchase experience in Japan 2021
60%
52.3%
50%
40%
30.6%
30%
22.1%
20%
13.1%
10%
5%
0%
I have used money to buy an in- I have used a paid gacha I have spent money on other in- I have never spent money on a I do not remember
game item mechanic* game elements smartphone (including tablet) game
Note(s): Japan; June 14 to 15, 2021; up until 59 years; 800 respondents; among respondents who had experienced playing games on smartphones (including tablets)
30 Source(s): Neo Marketing; ID 1185309 Consumer base
Consumer behavior
Which of these devices do you regularly use to play video games?
Video game usage by device in Japan 2021
0% 10% 20% 30% 40% 50%
Smartphone 37%
Game console (e.g. Xbox One) 17%
PC / laptop 17%
Mobile game console (e.g. Nintendo DS) 12%
Tablet 8%
Smart TV 3%
Streaming device (e.g. Apple TV, Chromecast) 2%
I don't play video games 47%
Other 1%
Note(s): Japan; 28 Jan to 23 Mar 2021; 18-64 years; 1049 respondents

32 Source(s): Statista Global Consumer Survey (GCS); ID 1001107 Consumer behavior
Frequency of playing mobile games among smartphone users in Japan as of October 2020
Frequency of playing mobile games among smartphone users Japan 2020
60
52.8
50
40
30 27.9
20
10
5 4
3.8 3.7
2.4
0.3
0
Almost daily 4-5 times per week 2-3 times per week Once a week Less than once a I did not play any I do not play games No answer
week games in the most with my smartphone
recent year (but I did
before)
Note(s): Japan; October 1 to 5, 2020; 10-79 years; 10,131*; only smartphone users
33 Source(s): MyVoice; ID 1072332 Consumer behavior
In general, how many hours per week do you spend playing video games?
Hours spent on playing video games per week in Japan 2021
0% 10% 20% 30% 40% 50%
Less than 1 hour 14%
1 to 5 hours 15%
6 to 10 hours 8%
11 to 15 hours 3%
16 to 20 hours 2%
More than 20 hours 4%
Don't know 7%

Time people spent playing mobile games per weekday in Japan as of June 2021
Time spent playing mobile games per weekday in Japan 2021
30%
27.8%
25.1%
25%
20%
16.5%
15% 13.5%
10%
7%
5.4%
4.8%
5%
0%
Less than 5 minutes 5 to 10 minutes 10 to 30 minutes 30 minutes to 1 hour 1 to 2 hours 2 to 3 hours More than 3 hours
Note(s):June 14 to 15, 2021; up until 59 years; 800 respondents; among respondents who had experienced playing games on smartphones (including tablets)
35 Source(s): Neo Marketing; ID 1276112 Consumer behavior
Time people spent playing mobile games per weekend day in Japan as of June 2021
Time spent playing mobile games per weekend day in Japan 2021
30%
25% 24.3%
22%
19.6%
20%
15%
10.9%
10.1%
10% 8.8%
4.4%
5%
0%
Less than 5 minutes 5 to 10 minutes 10 to 30 minutes 30 minutes to 1 hour 1 to 2 hours 2 to 3 hours More than 3 hours
Note(s):June 14 to 15, 2021; up until 59 years; 800 respondents; among respondents who had experienced playing games on smartphones (including tablets)
36 Source(s): Neo Marketing; ID 1276118 Consumer behavior
Have you spent money on video games in the past 12 months?
Video game purchases in Japan 2021
0% 10% 20% 30% 40% 50%
Yes, on downloads 12%
Yes, on games on a data medium (e.g. disc) 9%
Yes, on in-game purchases 9%
Yes, on subscriptions or online games 5%
No 31%
Yes, on subscriptions 2%
Yes, on online games 4%

References
Global video game market value from 2020 to 2025 (in billion U.S. dollars)
Video gaming market size worldwide 2020-2025
Description
Source and methodology information
It is estimated that the global gaming market will amount to 268.8 billion U.S. dollars annually in 2025, up from
Source(s) Juniper Research 178 billion U.S. dollars in 2021. North America is set to remain the top-grossing gaming market worldwide
despite strong growth in the Asian region. In-game purchases are estimated to account for the more than 74
Conducted by Juniper Research
million U.S. dollars worldwide in 2025.
Survey period 2020
Region(s) Worldwide
Number of respondents n.a.
Age group n.a.
Special characteristics per annum; includes video game purchases, games console hardware
purchases, in-game purchases, video game subscription revenue, and
mobile games ad spending
Published by Juniper Research
Publication date May 2021
Original source juniperresearch.com
Website URL visit the website
Notes: * Forecast
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39 References
Revenue of the video gaming market worldwide from 2016 to 2026, by category (in million U.S.
dollars)
Value of the global video game market 2016-2025, by category
Description
In 2021, social and casual gaming outpaced traditional gaming in terms of revenue. The mobile-heavy segment
Source(s) PwC; Omdia saw approximately 91.97 billion U.S. dollars in annual global revenues, while traditional gaming generated 62.3
billion U.S. dollars in annual sales. Digital revenue is dominating the gaming segment, as physical gaming sales
Conducted by PwC; Omdia
are declining for a variety of reasons.
Survey period 2016 to 2020
Region(s) Worldwide
Age group n.a.
Special characteristics n.a.
Published by PwC
Publication date July 2021
Original source pwc.com
Notes: * Forecast
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40 References
Leading gaming markets worldwide in 2020, by gaming revenue (in billion U.S. dollars)
Leading gaming markets worldwide 2020, by revenue
Description
The biggest video game markets
Source(s) Newzoo Video gaming is no longer a hobby exclusively enjoyed by the young. As generations have grown up with video
games a normal part of life, the video gaming market size has increased across the globe. As of 2020, it is
Conducted by Newzoo
estimated that China ranks first among the biggest gaming markets worldwide, with a revenue of 40.85 billion
Survey period 2020 U.S. dollars. The video gaming market in the United States ranked second, generating an approximate 36.92
billion U.S. dollars in annual revenues.
Region(s) Worldwide
Tencent – the driving force of the Chinese gaming market
China and the United States have been battling it out for the top spot of the biggest global gaming market for
Age group n.a.
years. Shenzhen-headquartered Tencent, one of the biggest online companies worldwide, is also driving the
Special characteristics figures are estimates gaming market in China. In 2019, Tencent generated approximately a third of its revenue through its gaming
segment , accumulating 114.7 billion yuan in the most recent year. The company also has several controlling
Published by Newzoo stakes in a wide range of online and mobile gaming companies worldwide. As such, it comes as no surprise that
gaming apps ranked first as single most popular app category based on availability in Chinese app stores . As of
Publication date June 2020 2020, it is estimated that there were more than 654 million mobile gamers in China .

Original source newzoo.com

Website URL visit the website The popularity of gaming in the United States

Notes: The source provides the following information regarding methodology: Considered as one of the mainstream forms of entertainment right now, gaming is an integral part of American
"These estimates are based on a combination of primary consumer culture. Current industry figures estimate that there are close to 175 million digital gamers in the United States .
research, transactional data, quarterly company reports, and census data. According to a survey conducted in 2020, 65 percent of adults in the United States played video games on at
The revenues are based on consumer revenues generated by companies least one platform . Despite gaming already having a solid presence in everyday media consumption, the
in the global games indust [...] For more information visit our Website medium is only getting more popular: the coronavirus pandemic has led to non-gamers picking up the
controllers, and pre-existing gamers in the United States also been spending more time and mo [...] For more
information visit our Website
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41 References
Total value of the video game market in Japan in fiscal year 2020 with a forecast until 2027 (in
trillion Japanese yen)
Gaming market size in Japan FY 2020-2027
Description
The video game market in Japan was estimated to be worth 1.66 trillion Japanese yen in fiscal year 2020. The
Source(s) Nomura Research Institute market encompasses video game hardware , video game software , and social games . It was expected to reach
a value of more than 1.9 trillion yen by fiscal year 2027.
Conducted by Nomura Research Institute
Survey period fiscal year 2020; the Japanese fiscal year starts on April 1 of the stated
year and ends on March 31 of the following year
Region(s) Japan
Age group n.a.
Published by Nomura Research Institute
Publication date December 2021
Original source IT Navigator 2022, page 64
Notes: *Forecast. The video game market in this case includes the segments
gaming hardware, software, and social games. It includes both
conventional games (such as packaged games for home consoles) and
those with billing function. The category social games includes native apps
that are provided by smartph [...] For more information visit our Website
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42 References
Smartphone game market size in Japan from fiscal year 2015 to 2018 with a forecast until 2020 (in
billion Japanese yen)
Mobile game market size in Japan FY 2015-2020
Description
The domestic smartphone gaming market in Japan was valued at close to 1.1 trillion Japanese yen in fiscal year
Source(s) Yano Research 2018. It was expected to reach a size of almost 1.2 trillion yen by 2020. Among others, the leading mobile
games in Japan include long-running RPG titles such as "Monster Strike", "Fate/Grand Order", and "Pokémon
Conducted by Yano Research
Go".
Survey period fiscal years 2015 to 2018; the Japanese fiscal year starts on April 1 of the
stated year and ends on March 31 of the following year
Region(s) Japan
Age group n.a.
Special characteristics the market size is based on sales through in-app purchases at
manufacturers and does not include ovserseas sales and advertising
revenues
Published by Yano Research
Publication date February 2020
Original source Smartphone Game Market in Japan: Key Research Findings 2019
Notes: *Forecast. 1 Japanese yen equals 0.0088 U.S. dollars or 0.0076 euros as
of November 2021. Values have been rounded.
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43 References
Mobile gaming revenue worldwide from 1st quarter 2016 to 2nd quarter 2020, by app store (in
billion U.S. dollars)
Mobile gaming revenue worldwide 2016-2020, by app store
Description
The statistic shows the Apple App Store and Google Play gross mobile games revenue worldwide. In the second
Source(s) Sensor Tower quarter of 2020, Google Play Store recorded gross revenues of 7.7 billion U.S. dollars from mobile games, up
from 6.9 billion generated in the previous quarter.
Conducted by Sensor Tower
Survey period Q1 2016 to Q2 2020
Region(s) Worldwide
Age group n.a.
Published by Sensor Tower
Original source sensortower.com
Notes: n.a.
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44 References
Leading iPhone gaming app publishers worldwide in October 2021, by revenue (in million U.S.
dollars)
Leading iPhone gaming app publishers worldwide 2021, by revenue
Description
In October 2021, Tencent Mobile Games was the top gaming app publisher for iPhone worldwide with 14.58
Source(s) Airnow million U.S. dollars in app revenues. Playrix, ranked third, generated 31.78 million U.S. dollars in gaming app
revenues through the Apple App Store in the measured period.
Conducted by Airnow
Survey period October 2021
Region(s) Worldwide
Age group n.a.
Special characteristics total revenue (including in-app and paid install if applicable) from iPhones
worldwide
Published by Airnow
Publication date August 2021
Original source airnowplc.com
Notes: Figures were rounded.
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45 References
Leading gaming app publishers in the Google Play Store worldwide in July 2021, by revenue (in
million U.S. dollars)
Leading Android gaming app publishers worldwide 2021, by revenue
Description
In October 2021, King was the top gaming app publisher on Google Play worldwide with approximately 124.15
Source(s) Airnow million U.S. dollars in app revenues. Second-ranked Moon Active generated 109.44 million U.S. dollars in
Android gaming app revenues through Google Play in the measured period.
Conducted by Airnow
Survey period July 2021
Region(s) Worldwide
Age group n.a.
Special characteristics in-app and paid install revenue in the Google Play Store worldwide
Published by Airnow
Publication date November 2021
Original source airnowplc.com
Notes: Figures were rounded.
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46 References
Net sales of CyberAgent, Inc. from fiscal year 2014 to 2021 (in billion Japanese yen)
CyberAgent's net sales FY 2014-2021
Description
In fiscal year 2021, CyberAgent, Inc. generated approximately 666.5 billion Japanese yen in net sales, up from
Source(s) CyberAgent about 478.6 billion yen in the previous year. Next to internet advertising, the company engages in the gaming
and media business. CyberAgent was founded in 1998 and is headquartered in Tokyo.
Conducted by CyberAgent
Survey period fiscal year 2014 to 2021; the company's fiscal years end on September 30
of the stated year
Region(s) Japan
Age group n.a.
Special characteristics consolidated figures
Published by CyberAgent
Publication date December 2021
Original source CyberAgent Way 2021 Integrated Report, page 136
Notes: 1 Japanese yen equals 0.0087 U.S. dollars or 0.0076 euros as of January
2022. Values have been rounded. Data prior to fiscal year 2017 come
from previous reporting.
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47 References
Revenue of DeNA Co., Ltd. from fiscal year 2011 to 2020 (in billion Japanese yen)
DeNA's annual revenue FY 2011-2020
Description
The revenue of DeNA Co., Ltd. amounted to approximately 137 billion Japanese yen in fiscal year 2020, up from
Source(s) DeNA about 121.4 billion yen in the previous fiscal year. The social media and e-commerce company is headquartered
in Tokyo, where it was founded in 1999.
Conducted by DeNA
Survey period fiscal year 2011 to 2020; the fiscal year starts on April 1 of the stated year
and ends on March 31 of the following year
Region(s) Japan
Age group n.a.
Special characteristics consolidated data
Published by DeNA
Publication date May 2021
Original source DeNA Consolidated Financial Results for the Fiscal Year Ended March 31,
2021, page 1
Notes: 1 Japanese yen equals 0.0090 U.S. dollars or 0.0076 euros as of July
2021. Values have been rounded. Data for years prior to fiscal year 2019
come from previous reporting.
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48 References
Net sales of Mixi, Inc. from fiscal year 2015 to 2021 (in billion Japanese yen)
Mixi's net sales FY 2015-2021
Description
The net sales of Mixi, Inc. amounted to approximately 112 billion Japanese yen in fiscal year 2021, up by more
Source(s) Mixi than seven billion yen compared to the previous fiscal year. Once the operator of Japan's leading social
networking service, the company today focuses on different forms of entertainment, such as the mobile gaming
Conducted by Mixi
phenomenon "Monster Strike", which was published in 2013. Mixi is headquartered in Tokyo, where it was
Survey period fiscal year 2015 to 2021; fiscal years end on March 31 of the stated year founded in 1999.
Region(s) Japan
Age group n.a.
Special characteristics consolidated figures; not including consumption tax, etc.
Published by Mixi
Publication date June 2021
Original source Mixi Securites Report 2021, page 2
Notes: 1 Japanese yen equals 0.0090 U.S. dollars or 0.0076 euros as of July
2021. Values have been rounded. Data prior to fiscal year 2017 come
from previous reporting.
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49 References
Net sales of GungHo Online Entertainment from 2012 to 2020 (in billion Japanese yen)
GungHo Online Entertainment net sales 2012-2020
Description
In 2020, Japanese gaming company GungHo Online Entertainment, known for the mobile game Puzzle &
Source(s) GungHo Online Dragons, reported net sales of 98.84 billion Japanese yen. This represents a 2.5 percent decrease from the
preceding fiscal year.
Conducted by GungHo Online
Survey period 2012 to 2020
Region(s) Worldwide
Age group n.a.
Published by GungHo Online
Original source GungHo 2020 Financial Results Release, page 1
Notes: n.a.
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50 References
Net sales of GREE Inc. from fiscal year 2012 to 2021 (in billion Japanese yen)
GREE's net sales FY 2012-2021
Description
GREE Inc. generated a revenue of approximately 56.8 billion Japanese yen in fiscal year 2021, down by almost
Source(s) GREE six billion yen compared to the previous fiscal year. The internet media company is headquartered in Tokyo,
where it was founded in 2004.
Conducted by GREE
Survey period fiscal year 2012 to 2021; the company's fiscal years end on June 30 of the
stated year
Region(s) Japan
Age group n.a.
Special characteristics consolidated figures; excluding consumption taxes
Published by GREE
Publication date September 2021
Original source GREE Annual Securities Report FY 2021, page 4
Notes: 1 Japanese yen equals 0.0088 U.S. dollars or 0.0076 euros as of

November 2021. Values have been rounded. Data prior to fiscal year
2017 come from previous reporting.
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51 References
Leading mobile games in Japan in 2020, based on sales revenue (in billion Japanese yen)
Leading mobile games Japan 2020, by sales revenue
Description
With a sales revenue of more than 87 billion Japanese yen, "Monster Strike" was the leading mobile game
Source(s) PR Times; Kadokawa among consumers in Japan in 2020. The roleplaying game (RPG) was developed by Mixi, Inc. and was first
released in 2013. It was followed in popularity by "Fate/Grand Order" and "Puzzle & Dragons".
Conducted by Kadokawa
Survey period 2020
Region(s) Japan
Age group n.a.
Special characteristics total domestic sales revenue; App Store and Google Play
Published by PR Times
Original source prtimes.jp
Notes: 1 Japanese yen equals 0.0094 U.S. dollars or 0.0078 euros as of March
2021. Values have been rounded.
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52 References
Leading mobile game applications in Japan in 2020, by downloads (in millions)
Most popular gaming apps in Japan 2020, by downloads
Description
"Toon Blast" was downloaded almost 6.4 million times in Japan in 2020, making it the leading gaming app in
Source(s) AppMagic terms of downloads during that year. It was followed by "Animal Crossing: Pocket Camp" and "Homescapes".
Conducted by AppMagic
Survey period January to December 2020
Region(s) Japan
Age group n.a.
Special characteristics total number of downloads registered during the period; iPhone/iPad App
Store and Google Play
Published by AppMagic
Original source appmagic.rocks
Notes: Values have been rounded. Date of release is date of access.
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53 References
Monthly active users (MAU) of Pokémon GO in Japan from November 2019 to October 2020 (in
millions)
Pokémon GO monthly active players in Japan 2019-2020
Description
As of October 2020, the number of monthly active users (MAU) of Pokémon GO in Japan amounted to about
Source(s) App Ape 3.14 million. The augmented reality game was developed by Niantic, Inc. and was first released in 2016. It is one
of the leading mobile games in Japan .
Conducted by App Ape
Survey period November 2019 to October 2020
Region(s) Japan
Age group n.a.
Special characteristics monthly active users on Android and iOS
Published by App Ape
Publication date October 2020
Original source appa.pe
Notes: Figures have been rounded.
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54 References
Monthly active users (MAU) of Monster Strike in Japan from November 2019 to October 2020 (in
millions)
Monster Strike monthly active players in Japan 2019-2020
Description
As of October 2020, the number of monthly active users (MAU) of Monster Strike in Japan amounted to about
Source(s) App Ape 2.9 million. The roleplaying game (RPG) was developed by Mixi, Inc. and was first released in 2013. It continues
to be one of the leading mobile games in Japan .
Region(s) Japan
Age group n.a.
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55 References
Monthly active users (MAU) of Puzzle & Dragons in Japan from November 2019 to October 2020
(in millions)
Puzzle & Dragons monthly active players in Japan 2019-2020
Description
As of October 2020, the number of monthly active users (MAU) of Puzzle & Dragons in Japan amounted to more
Source(s) App Ape than two million. The puzzle game was developed by GungHo Online Entertainment, Inc. and was first released
in 2012. It continues to be one of the leading mobile games in Japan .
Region(s) Japan
Age group n.a.
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56 References
Monthly active users (MAU) of Fate/Grand Order in Japan from November 2019 to October 2020
(in millions)
Fate/Grand Order monthly active players in Japan 2019-2020
Description
As of October 2020, the number of monthly active users (MAU) of Fate/Grand Order in Japan amounted to about
Source(s) App Ape 1.26 million. The turn-based tactical roleplaying game (RPG) was released in 2015 by Aniplex Inc. and continues
to be one of the leading mobile games in Japan .
Region(s) Japan
Age group n.a.
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57 References
Number of smartphone users in Japan from 2017 to 2020 with a forecast until 2026 (in millions)
Number of smartphone users Japan 2017-2026
Description
In 2020, the number of smartphone users in Japan amounted to more than 99 million. The number was forecast
Source(s) Statista to reach close to 114.7 million in 2026, which equals an increase of more than 33 million users compared to
2017.
Conducted by Statista

Survey period 2017 to 2020 Domestic smartphone market

Region(s) Japan Japan was one of the first countries to develop a mobile phone culture, being home to inventions such as the
world’s first camera phone in 1999 as well as the nowadays ubiquitous emojis. The largest mobile phone
Number of respondents n.a. operators in the country are NTT Docomo, au by KDDI, and SoftBank. These were joined by Rakuten Mobile as
the fourth proper mobile network operator (MNO) in 2020. As for mobile phone types, Japanese consumers have
Age group n.a.
recently been showing a clear preference for smartphones, which make up the majority of monthly domestic
Special characteristics estimated number of persons using a smartphone mobile phone shipments . The popularity of smartphones in Japan goes hand in hand with an increasing usage
of mobile payment methods as well as a booming smartphone game market.
Published by Statista
Impact of the smartphone game industry
Home to global gaming industry giants such as Nintendo and Sony, Japan also boasts a very competitive market
Original source Statista Key Market Indicators
for smartphone games. Dating back to as early as 1999, when predominant mobile operator NTT Docomo made
Website URL visit the website role-playing games (RPGs) such as “Dragon Quest” and “Final Fantasy” available for download on its platform,
this genre has been particularly popular. To this day, RPGs from Japanese publishers are among the most
Notes: *Forecast. Values have been rounded. commonly experienced mobile game genres in the country, alongside puzzles, rhythm games, and simulations.
In 2018, the domestic smartphone game market size was estimated at close to 1.1 trillion Japanese yen, and it is
expected to grow further in the upcoming years. In a recent development, a significant share of smartphone
users has been reported to spend more time on mobile gaming since the start of the ongoing COVID-19
pandemic.
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58 References
Monthly market share held by smartphone operating systems in Japan from January 2014 to March
2021
Monthly market share held by smartphone OS in Japan 2014-2021
Description
In March 2021, Android recorded a market share of 57.4 percent among smartphone operating systems in
Source(s) Kantar Worldpanel Japan, while iOS held a market share of 42.4 percent. Android was the most widely used operating system in
Japan throughout most of 2020. The two rivals dominate the Japanese market and together hold a share of
Conducted by Kantar Worldpanel
more than 99 percent.
Survey period January 2014 to March 2021
Smartphone market in Japan
Region(s) Japan
In terms of model, Apple iPhones have been dominating the smartphone market in Japan . Although the
Number of respondents n.a. ownership rate of smartphones in the country has been rapidly increasing, Japanese smartphone makers have
not profited from this growth. Japanese brands such as Sony, Panasonic, and Sharp, which have been providing
Age group n.a.
highly advanced mobile phones to the nation, are currently not able to compete against Apple when it comes to
Special characteristics n.a. smartphone sales.

Published by Kantar Worldpanel Smartphone usage

Publication date May 2021 Smartphones are becoming the most indispensable device in Japanese society, as revealed in a survey
conducted in 2019. The household penetration rate of smartphones increased to around 83 percent from less
Original source kantarworldpanel.com
than 10 percent in 2010. More than 63 percent of Japanese respondents used smartphones to access the
Website URL visit the website internet, surpassing the share of those using computers as the leading device to use the internet . The
smartphone game market is also a fast-growing industry in Japan, with its value expected to reach approximately
Notes: The source tracks mobile phone behavior, including purchasing of phones, 1.2 trillion Japanese yen in fiscal year 2020.
mobile phone bills/airtime, source of purchase and phone usage. The data
excludes enterprise sales. The source does not provide an exact
publication date. Date given here is the day of data access.
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59 References
Share of people who ever played a smartphone game in Japan as of October 2020
Share of people who ever played a mobile game Japan 2020
Description
According to a survey conducted from September to October 2020, more than 61 percent of respondents in
Source(s) MMD Labo Japan answered that they had experienced playing a smartphone gaming app. The same survey showed that
puzzle games were the most commonly experienced smartphone game genre.
Conducted by MMD Labo
Survey period September 25 to October 7, 2020
Region(s) Japan
Number of respondents 5,760
Age group 15-69 years
Published by MMD Labo
Original source mmdlabo.jp
Notes: Survey question: "Did you ever play with a smartphone gaming app?"
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60 References
Most commonly experienced smartphone game genres in Japan as of October 2020
Most commonly experienced mobile game genres Japan 2020
Description
According to a survey conducted from September to October 2020, about two thirds of respondents in Japan
Source(s) MMD Labo answered that they had experienced playing a puzzle game via smartphone. Puzzle games were by far the most
commonly experienced smartphone game genre.
Region(s) Japan
Special characteristics among people who had played smartphone games at least once; multiple
answers possible
Notes: The survey question asked people which smartphone game genres they
had experienced. People who had never played any smartphone game at
all were excluded from this question.
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61 References
Most commonly experienced smartphone game genres in Japan as of October 2020, by gender
Most commonly experienced mobile game genres Japan 2020, by gender
Description
According to a survey conducted from September to October 2020, about three quarters of female respondents
Source(s) MMD Labo in Japan answered that they had experienced playing a puzzle game via smartphone. While puzzle games were
by far the most commonly experienced smartphone game genre among both genders, the share of respondents
who had played a game of this genre was considerably lower among men.
Region(s) Japan
Special characteristics 1,794 male and 1,734 female respondents; among people who had played
smartphone games at least once; multiple answers possible
Notes: The survey question asked people which smartphone game genres they
had experienced. People who had never played any smartphone game at
all were excluded from this question.
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62 References
Share of people who have an in-app purchase experience with regard to mobile games in Japan as
of June 2021
Mobile game in-app purchase experience in Japan 2021
Description
According to a survey conducted in Japan in June 2021, almost 31 percent of the respondents stated that they
Source(s) Neo Marketing have used money to buy an in-game item. At the same time, the majority of respondents answered that they
have never made in-app purchases in mobile games.
Conducted by Neo Marketing
Survey period June 14 to 15, 2021
Region(s) Japan
Number of respondents 800
Age group up until 59 years
Special characteristics among respondents who had experienced playing games on smartphones
(including tablets)
Published by Neo Marketing
Original source neo-m.jp
Notes: A gacha mechanic lets players receive random virtual items, similar to a
certain type of Japanese toy vending machines.
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63 References
Which of these devices do you regularly use to play video games?
Video game usage by device in Japan 2021
Description
The displayed data on video game usage by device shows results of the Statista Global Consumer Survey
Source(s) Statista Global Consumer Survey (GCS) conducted in Japan in 2021. Some 37 percent of respondents answered the question "Which of these devices
do you regularly use to play video games?" with "Smartphone".
Survey period 28 Jan to 23 Mar 2021
Region(s) Japan
Original source Statista Global Consumer Survey
Notes: Multiple answers were possible.
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64 References
Frequency of playing mobile games among smartphone users in Japan as of October 2020
Frequency of playing mobile games among smartphone users Japan 2020
Description
According to a survey conducted in October of 2020, almost 43 percent of smartphone users had played mobile
Source(s) MyVoice games on their smartphones in the most recent year. While more than half of all users did not play any video
games on their devices at all, close to 28 percent of smartphone users answered that they played on an almost
Conducted by MyVoice
daily basis.
Survey period October 1 to 5, 2020
Region(s) Japan
Number of respondents 10,131*
Special characteristics only smartphone users
Published by MyVoice
Original source myel.myvoice.jp
Notes: *Out of the 10,131 respondents, 80.2 percent were smartphone users.
Only smartphone users were asked about the frequency of playing mobile
games on smartphones. Original question: "How frequently did you play
games on your smartphone in the most recent year?"
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65 References
In general, how many hours per week do you spend playing video games?
Hours spent on playing video games per week in Japan 2021
Description
The displayed data on hours spent on playing video games per week shows results of the Statista Global
Source(s) Statista Global Consumer Survey (GCS) Consumer Survey conducted in Japan in 2021. Some 14 percent of respondents answered the question "In
general, how many hours per week do you spend playing video games?" with "Less than 1 hour".
Region(s) Japan
Notes: n.a.
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66 References
Time people spent playing mobile games per weekday in Japan as of June 2021
Time spent playing mobile games per weekday in Japan 2021
Description
According to a survey conducted in Japan in June 2021, almost 28 percent of respondents answered that they
Source(s) Neo Marketing spent between 10 to 30 minutes per weekday on playing mobile games. More than five percent stated to play
more than three hours.
Region(s) Japan
(including tablets)
Notes: n.a.
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67 References
Time people spent playing mobile games per weekend day in Japan as of June 2021
Time spent playing mobile games per weekend day in Japan 2021
Description
According to a survey conducted in Japan in June 2021, more than 24 percent of respondents answered that
Source(s) Neo Marketing they spent between 30 minutes to one hour per weekend day on playing mobile games. Close to nine percent
stated to play more than three hours.
Region(s) Japan
(including tablets)
Notes: n.a.
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68 References
Have you spent money on video games in the past 12 months?
Video game purchases in Japan 2021
Description
The displayed data on video game purchases shows results of the Statista Global Consumer Survey conducted
Source(s) Statista Global Consumer Survey (GCS) in Japan in 2021. Some 12 percent of respondents answered the question "Have you spent money on video
games in the past 12 months?" with "Yes, on downloads".
Region(s) Japan
Notes: Multiple answers were possible.
Back to statistic
69 References

日本的手机游戏 Japanese Mobile Video Game Market

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日本的手机游戏 Japanese Mobile Video Game Market

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Mobile gaming in Japan

MOBILE GAMING IN JAPAN

02 Global market leaders

03 Japanese market leaders

DeNA's annual revenue FY 2011-2020 13

Monthly market share held by smartphone OS in Japan 2014-2021 26

Traditional gaming Social/casual gaming Advertising eSports

Note(s): Worldwide; 2016 to 2020

Revenue in billion U.S. dollars

United States 36.92

Republic of Korea 6.56

United Kingdom 5.51

Note(s): Worldwide; 2020; figures are estimates

1,000 925 945

Global market leaders

Apple App Store Google Play

Note(s): Worldwide; Q1 2016 to Q2 2020

Revenue in million U.S. dollars

Tencent Mobile Games 133.58

XFLAG, Inc. 30.18

SQUARE ENIX 22.94

Cygames, Inc. 20.65

BANDAI NAMCO Entertainment Inc. 19.4

Revenue in million U.S. dollars

King (GG) 124.15

Moon Active (GG) 109.44

King (US) 94.45

Playrix (GG) 93.09

Garena International I (GG) 92.28

Garena International I (US) 50.59

Roblox Corporation 41.99

Moon Active (US) 38

Playrix (US) 34.91

Japanese market leaders

146.5 142.4 143.7 143.8

Note(s): Worldwide; 2012 to 2020

Sales revenue in billion Japanese yen

Monster Strike 87.23

Fate/Grand Order 62.34

Puzzle & Dragons 44.33

Dragon Quest Walk 41.92

Professional Baseball Spirits A 36.96

Knives Out 36.65

Dragon Ball Z - Dokkan Battle 28.1

Princess Connect! Re:Dive 21.15

Mafia City: War of Underworld 20.4

Toon Blast 6.36

Animal Crossing: Pocket Camp 6.19

Push'em all 4.31

Brain Test: Tricky Puzzles 4.29

Mario Kart Tour 3.91

Project Sekai Colorful Stage! feat. Hatsune Miku 3.58

Disney: Twisted-Wonderland 3.55

120 113.54 114.67

Note(s): Japan; 2017 to 2020; estimated number of persons using a smartphone

Android BlackBerry iOS Windows Other

Note(s): Japan; January 2014 to March 2021

Note(s): Japan; September 25 to October 7, 2020; 15-69 years; 5,760 respondents

Location-based game 24.1%

Board game 17.5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Game console (e.g. Xbox One) 17%

Mobile game console (e.g. Nintendo DS) 12%